安踏公司的盈利模式研究

论文总字数：23850字

目 录

1. 引言················································4
2. 研究背景····························································4
3. 研究方法及研究思路··················································4
4. 盈利模式的相关概念···································4

（一）定义研究······························································4

（二）分类研究······························································5

（三）构成要素研究··························································5

1. 安踏公司介绍·········································7
2. 安踏公司的简介······················································7
3. 安踏公司的SWOT分析·················································7
4. 安踏的盈利模式分析··································9
5. 安踏的盈利模式构成分析············································10
6. 微笑曲线下的安踏··················································11
7. 对安踏盈利模式的评价································11
8. 对主要会计数据的分析·············································11
9. 对财务指标的分析·················································13
10. 结论与启示··········································16
11. 结论·····························································16
12. 启示·····························································16

参考文献·················································16

致谢·····················································18

安踏公司的盈利模式研究

蔡芮

, China

Abstract: After the Beijing Olympic Games was held, the people’s concern for sports and sports continued to deepen. With the deepening of the national fitness movement, the demand for sports goods from residents in China increased; the globalization of economy and trade caused foreign brands to continue to enter the domestic market. These changes have brought unprecedented opportunities and challenges to China's "local" sporting goods.

In the current situation where the domestic situation of “local” sports products was in a downturn in 2010, Anta became the “native” company in which the first sports product industry’s operating income turned positive in this critical situation. This article takes Anta as the research object. Although the current scholars have not yet reached a consensus on the concept of profit model, I still try my best to sum up my understanding of the concept of profit model. Secondly, I studied the classification of profit model through literature review and analyzed it. The constituent elements are value object, value proposition, value creation, value realization and value protection. Then introduced the basic situation of Anta, using SWOT analysis method to analyze the internal strengths and weaknesses of Anta, as well as the opportunities and threats of the external environment of the company. Second, its profit model from value object, value proposition, value creation, value realization and value. The composition of the five aspects of protection was analyzed; then, the financial data of ANTA’s annual report in recent years was selected, and the main financial data and reasonable financial indicators were used to analyze Anta’s asset structure, debt repayment ability, operating capacity and profitability. Based on a financial perspective and verifying the value created by Anta's profit model from a quantitative perspective, this article concludes with some conclusions and experiences from the success of the Anta model.

The importance of the profit model in the course of business operations is self-evident, and the author hopes that through the analysis of the Anta profit model, companies in the brewing stage will be able to sort out the internal resources and external resources they have mastered in the business process. The actual situation is to choose the profit model that suits itself, to escape the profitability difficulties and achieve long-term development.

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